The Horsepower Wars 1949-1957

“Make a Date with a Rocket 8”!  There was no question what Oldsmobile was selling  in 1950 – and it wasn’t fuel economy!

Without the Horsepower Wars of the 50s – We might not have had the Muscle Car Wars of the 60s

The Prelude – in the 1930s

1930 Duesenberg Print Ad

Horsepower bragging rights before World War II were, for the most part he domain of very, very upscale automobiles. Sure, the Ford V-8 received a lot of publicity for its perky power, but compared to a Duesenberg?

But research into the effects of combustion chamber design and compression ratio were done with urgency during WW II, especially in the area of aircraft engine performance.  GM with its Allison and Chrysler with its XI2220 Hemi coupled with the need for high octane aviation fuel lead to the understanding that compact overhead valve V-8 engines could produce better horsepower pound for pound than the L-Head engines of the 30s.

After World War  II

Oldsmobile Quickly Changed from “Futuramic” to “Rocket” in their Advertising

GM realized the value of what had been learned from 1942-1945 and was quick to capitalize on that knowledge. Thus, in 1949, both Cadillac and Oldsmobile released their famous OHV V-8s, followed by Chrysler’s Hemi in 1951.  These engines were more efficient and developed horsepower unforeseen in prior years.  They allowed their cars to cover ground efficiently – especially since the highway system was quickly improving from 1949 onward. Read all about the development of the Oldsmobile V-8 in the the SAE technical paper: “Oldsmobile Rocket Engine” – HERE.

How Did the “War” Start?

Cadillac was comfortable with the smooth power that their new engine provided and saw it more as part of the quiet luxury of the marque. Of course, a 1949 Caddy could get up and go far better than a Chrysler or Lincoln of the day, but that was just considered part of what Cadillac saw as the prestige of the line.

Oldsmobile, on the other hand, had been a pretty stodgy brand, with fairly ancient L-Head I-8 and I-6 engines shared with Pontiac. Sales were moderate, but nothing to write home about. But adding 135 HP to what had been a I-6 mid-size coupe resulted in the famous Rocket 88, for its time what we would have considered a muscle car. “Make a date with a Rocket 8” became Oldsmobile’s marketing theme.  Sales jumped from 170 thousand to 287 thousand in one year, then 397 thousand the next! In 1950, 257,649 Rocket 88s were sold!

The light bulb came on for all brands.  Immediately, plans were emplaced to develop OHV V-8 engines across the Board – at even lowly Studebaker!  From 1951-1955 every single maker either produced or purchased OHV V-8s for their vehicles.

Chrysler was next to jump in with the famous “Hemi”. See their introductory brochure HERE,  and their SAE paper HERE.

When Each Brand Got Their OHV V-8

American Motors and Hudson purchased V-8s from Packard in 1954 and 1955. AMC would have their own V-8 by 1956 in 250, 287 and 327 CID versions.

What also transpired was how the latecomers, or the “I don’t need one”, fared. Packard’s procrastination – waiting until 1955 – basically killed the brand. Hudson’s inability to produce a V-8 forced their merger into AMC and then into oblivion.

To view the SAE paper on the Packard V-8 click HERE.

The 1955-1956 Packard V-8

Was Just Having A V-8 Enough?

By 1957 every brand talked about power, performance and racing prowess

Compression and Carburetors Arrive.  The whole idea of a V-8 powerplant was to show efficient horsepower an smooth operation, but once everyone had one, then what? Two things happened simultaneously with the introduction of these engines: better gasoline, allowing higher compression ratios and the introduction of the 4-barrel carburetor.  More compression made for more HP and the 4-barrel increased breathing ability. These two things made the already efficient V-8 even more powerful.

More Engine Options were Easy. What that also allowed each brand to do was offer a more powerful version alongside the less expensive standard V-8.  Once that choice was available, then manufacturers realized that they could offer a plethora of engines – one 4-barrel, even two 4-barrels, perhaps three 2-barrels – upping compression and even camshaft timing – all pieces easily added without changing engine size or block configuration.  Understand, in the old days, for more horsepower, you made a bigger engine: an I-6 then I-8; a 250 CID then 280 CID.  These increases required more machining more casting more parts and pieces – whereas the changes to OHV V-8 power was much less expensive.

Start Touting Power. Once that was known, then everyone could advertise increasing power and availability. Chevrolet shouted: “Five Engines” and “One HP per CID” in 1957. Others had been touting optional power even earlier than that – with the famous Chrysler 300 – so named because of an unheard of 300 Horsepower in 1955! By the end of the era of the Horsepower wars in 1957, everyone had a high HP option in their line.

The Great Recession and The AMA Racing Ban  Impacted Advertising

The difference in one year in Plymouth ads.

However,  by 1962, the recession was clearing, and surprisingly and suddenly optional high horsepower engines began to surface.

By 1963, if you wanted to be perceived as a progressive brand, you needed either a racing program or a plethora of different power options on hand.

The horsepower war was back!

Getting Ready for the Muscle Car

1962 Chevrolet 409 CID Ad

Having those engines in the inventory became especially important when the muscle car appeared. Like back in the 50s, instead of having to re-engineer or redesign powerplants, it was more “plop it in”.

The Horsepower Wars of the 50s set the stage for the Muscle Car wars of the 60s.

The Muscle Car Wars were really just more of the same, a powerful V-8, but just in a different-sized car. Stay tuned for the sequel!